In May 2017, Kastor & Pollux designed, produced, and executed an event for the launch of the new instax SQ10 camera. By developing a comprehensive digital promotional strategy, K&P was able to position the SQ10 camera as a tool that elevates creativity, supports art practices, and enables creatives to “find their edge”. The event – catered towards early adopters excited about access to new technologies – was taken from the idea that outside a 9-5 job, millennials are multi-faceted and have many interests. The “creative carnival” concept was a response to this melding of interests, fields, and community to create and participate in something fun.

The event's identity drew inspiration from grids and familiar creative iconography, and was developed together with Kastor & Pollux's Dani Roche.